LG explores the science of vision with Natural History Museum partnership

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LG Electronics (LG) has unveiled its sponsorship of the Natural History Museum’s (NHM) summer exhibition, Colour and Vision: Through the Eyes of Nature. The brand adds that the partnership sees LG continue its commitment to a strategy highlighting that, for OLED technology, ‘seeing truly is believing’.

The exhibition partnership will utilise LG’s 4K OLED TVs to create a showcase including not only colour and vision in nature through the millennia, but also to represent how OLED technology now enhances what we can visually experience with the human eye. In addition, a fully integrated marketing programme will deliver the campaign across ‘out of home’, digital and print to broaden consumer awareness of the partnership and encourage visitors to experience LG OLED for themselves. PR and social media activation will also support the partnership throughout the duration of the exhibition and the LG Piccadilly Screen will host exclusive content created by the NHM and LG.

OLED TV WallThe unique visitor experience will bring together rarely seen physical specimens from the NHM’s collection and digital content, displayed in true-to-life colours and perfect blacks that recreate the natural world in spectacular quality – just as they should be seen in the natural world. Visitors will also have the opportunity to become part of the exhibition by having a picture of their eye taken at the bespoke LG photo booth. Positioned at the entrance to the exhibition, general visitors and ticket holders will be encouraged to take a snap of their eye and upload to Twitter, Facebook and Instagram with the hashtag #MyEye and #DiscoverOLED to be in with the chance to appear on the Wall of Eyes – a unique digital installation in the exhibition made up of OLED TVs and real specimens.

LG Electronics UK head of brand Dawn Stockell said: “LG continues to invest in OLED technology, which is accounting for an ever increasing proportion of our TV business. We know that picture quality is a key factor when buying a television and our award-winning LG OLED TVs deliver deep, dark blacks and vivid colours for the ultimate viewing experience. LG’s sponsorship of the Natural History Museum’s Colour and Vision exhibition is the ideal partnership; celebrating the evolution of colour and vision, where the beauty of colour in the natural world is demonstrated on LG OLED TVs.”

The exhibition includes; a wall of eyes display – featuring eyes not only from the NHM collection, but also from visitors – as well as an immersive film featuring a wall made of six OLED screens. At the end of the exhibition, consumers will also have the opportunity to see the next generation of OLED technology evolution with the LG E6 OLED 4K TV. The new TV will showcase content from the exhibition including how different animals see.

The exhibition opens on Friday July 15 2016 and runs until Sunday November 6 2016.

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